We work for the talent, not the brief
We represent creators and build careers around them. Everything we do starts with the person on camera and works outwards, whatever they make and wherever they make it.
Talent Led. Always.
Most agencies are built around a client list of brands and fill it with creators. We are built the other way round.
Being talent-led is a working method, not a slogan. It means we sign people we would still back if the money were smaller. It means we turn down partnerships that would earn a fee and cost a creator their audience’s trust. It means the person who negotiates the deal is the person who has to look the creator in the eye afterwards.
It also makes for better campaigns. A creator who is allowed to make the thing in their own voice will out-perform one reading a script, every time. Brands come back to us because we protect that, not in spite of it. Our job is to make the commercial answer and the creative answer the same answer.
Forty-four creators. One roster.
What we do
Three pillars
The whole agency runs through three lines of work. They feed each other: the roster makes the partnerships possible, and the partnerships fund the next stage of a creator's career.
- 01
Representation
Career planning, deals, rights, rate cards and the long unglamorous work behind them. This is the craft the agency is built on, and it applies the same way whoever the talent is and whatever they make.
- 02
Creators
Talent working across entertainment, lifestyle, comedy, culture, sport and gaming. Formats travel now, and so do audiences. We help creators move between platforms without losing the voice that got them watched in the first place.
- 03
Brand Partnerships
Campaigns built the right way round: creator first, brief second. We take the strategy, the negotiation, the briefing, the compliance and the reporting off both sides, so the work that goes live actually sounds like the person making it.
How we work
The day job
Four things we do for every creator we represent, from the first conversation onwards.
Career development
Long-range planning rather than the next deal. Rate cards, contract review, rights, exclusivity, tax and structure — the unglamorous work that decides whether a creator is still doing this in five years.
Brand deals
Inbound and outbound. We pitch, negotiate, paper and invoice, then chase what is owed so our talent never has to. Deliverables and usage are agreed in writing before anything is filmed.
Content strategy
Format testing, title and thumbnail review, upload cadence, series planning. We read the analytics with the creator, not at them, and we say when an idea is not working.
Audience growth
Cross-platform expansion, collaborations across the roster, and putting the right creator in front of the right community. Growth that comes from the work itself rather than paid spikes.
Where we are going
We are growing the roster carefully and the team behind it faster.
The next few years are about depth rather than headcount. More original formats made with our creators rather than for them. More long-term brand relationships measured over a year instead of a campaign window. Better reporting, so a partner can see exactly what their money did.
We are hiring as that work arrives, and we would rather meet good people early than post a role and hope. If the agency looks like somewhere you could do your best work, tell us what you would want to run.
Let’s talk
Look through who we represent, or come straight to us with a brief, a channel or an idea. Everything reaches a person, not a form queue.
hello@incharacteragency.com